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SEO Fundamentals Course by Ahrefs - Lecture Notes
Jul 12, 2024
SEO Fundamentals Course by Ahrefs - Lecture by Sam Oh
Introduction
Instructor:
Sam Oh
Course Title:
SEO Fundamentals by Ahrefs
Focus:
Fundamentals of SEO with emphasis on execution
Audience:
Beginners, but useful even for larger businesses
Impact:
Ahrefs site receives over a million monthly visits from Google
Course Structure: Four Modules + Introductory Video
SEO 101 (This Video):
Basics of SEO
Module 1:
Keyword Research
Module 2:
On-Page SEO
Module 3:
Link Building
Module 4:
Technical SEO
SEO Basics
What is SEO?
SEO Definition:
Search Engine Optimization - optimizing content for discovery via search engine's organic results.
Analogy:
Search engines as libraries storing copies of websites/pages.
Function:
Helps demonstrate relevancy to search engines for user's queries.
Importance of SEO
Cost:
Unlike ads, search traffic is free.
Consistency:
Organic traffic generally remains steady over time.
Reach:
Access to massive audiences.
Stats:
4.39 billion internet users, almost 4 billion are Google users.
How Google Works
Crawling: Spiders gather public info from the web.
Starting Point:
Known URLs called seeds.
Process:
Follow hyperlinks to discover new pages.
Indexing:
Adding crawled data to Google's search index.
Ranking Algorithm:
Hundreds of ranking signals, frequent updates.
Factors: Backlinks, Search Intent, Content Depth.
Key SEO Concepts
Backlinks
Definition:
Links from one page/site to another.
Importance:
Indicator of trust and relevance.
Analogy:
Backlinks as votes.
Studies:
Positive correlation between backlinks and search traffic.
Search Intent
Definition:
Reason behind a searcher's query.
Tips:
Look at top-ranking pages for query insights.
Content Depth
SEO Tech:
Algorithms understanding content to a certain degree.
Job:
Provide context and in-depth coverage to answer queries.
Example:
Topic length varies based on query complexity.
Keyword Research Module
Importance of Keywords
Definition:
Words/phrases people type into search engines.
Role:
Sets foundation for SEO; helps rank pages for targeted searches.
Case Study:
Ranking for 'SEO checklist' drives significant traffic.
Choosing Keywords
Search Demand:
Volume of monthly searches (measurable via search volume).
Traffic Potential:
Total potential search traffic for a keyword.
Business Potential:
Relevance and value to the business.
Searcher Intent:
Ensure keyword aligns with what users are looking for.
Ranking Difficulty:
Assess competition levels for the keyword.
Search Intent
3 Cs of Search Intent
:
Content Type:
Categories e.g., blog posts, videos, etc.
Content Format:
Structure of the content, e.g., how-tos, listicles.
Content Angle:
Hook or unique value proposition.
Generating Keywords
Tools:
Keyword research tools like Ahrefs Keywords Explorer.
Process:
Use seed keywords and tools to generate keyword ideas.
Modifiers:
Enhance keywords by adding specific terms e.g., best, how, etc.
Competitor Analysis:
Identify top keywords driving traffic to competitors.
Assessing Ranking Difficulty
Factors:
Search intent, authority metrics, and topical authority.
Checklist Questions:
Match search intent, backlinks, authority comparison.
On-Page SEO Module
Definition
On-Page SEO:
Practice of optimizing web pages to rank higher.
Includes:
Titles, meta descriptions, HTML tags.
Common Misconceptions
Keyword Stuffing:
No longer effective; Google understands context.
Frequency:
No set number of keyword uses needed.
Word Count:
Not always better; depends on the topic's need.
Optimizing Content
Main Goal:
Satisfy searcher intent.
Competitor Research:
Look at top-ranking pages for subtopics and structure.
Technical Aspects:
Titles, URLs, meta descriptions, internal linking, image optimization.
Link Building Module
What is Link Building?
Definition:
Process of getting other websites to link to yours.
Importance:
Backlinks are a significant ranking signal.
Key Elements:
Relationships, relevancy, value exchange.
Link Building Strategies
Creating Backlinks:
Add links manually (e.g., directories, comments).
Buying Backlinks:
Paying for links (risky and against guidelines).
Earning Backlinks:
Through outreach, being a source, or organically.
Outreach:
Emailing webmasters for links.
Organic Links:
Earned by being cited naturally.
Quality:
The tougher to get, the higher the value.
Attributes of Good Backlinks
Relevance:
Thematically related links are more valuable.
Authority:
Links from authoritative sites carry more weight.
Anchor Text:
Descriptive text helps convey content relevance.
Link Placement:
Contextually placed links within content.
Followed Links:
Generally more valuable, although hints can sometimes pass value.
Outreach Tips
Best Practices:
Personalize emails, build relationships, offer genuine value.
Example Tactics:
HARO for PR, guest posting, skyscraper technique.
Technical SEO Module
Importance
Role:
Ensures search engines can find, understand, and index pages.
Foundational Elements:
No index tags, robots.txt, sitemaps, redirects, canonical tags.
Best Practices
Site Structure:
Logical hierarchy and good internal linking.
Page Speed:
Fast loading speeds enhance user experience and SEO.
Regular Audits:
Identify and fix technical SEO issues.
Audit Tool:
Ahrefs Site Audit (free account available).
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Full transcript